This is what comes back.

Goal

Bring in more paying work. Stop spending attorney hours on content nobody sees.

Problem

The Firm writes constantly. None of it reaches buyers as video, so the hours behind it earn less than they could.

• 30 written pieces in the last 90 days: 12 articles, 13 newsletter issues, 5 press releases.
• 1,093 articles and 738 newsletter issues on its site in total.
• 19 YouTube videos. Typical length 33 minutes. 13 of the 19 run over 20 minutes.
• The typical video gets 99 views. The channel has 251 subscribers.
• No new video since February 27, 2025. The homepage still links to the channel.
• 0 Shorts.

Rivals

Social and video

• Rival 1 posts Shorts: 25 of them, typical 560 views.
• 16 are one series: attorneys answering a summer associate's question in about 27 seconds. Typical: 1,204 views. 11 of the 16 passed 1,000.
• Its 5 practice-area Shorts are the same length. Typical: 27 views.
• Its last 30 regular uploads: typical 5.5 views. Most are practice promos under a minute.
• 10 client videos show 14,906 to 21,962 views each, with 11 likes or fewer. That pattern usually means paid promotion.
• Rival 2: 14 videos, 3 subscribers, last upload July 2018.

What it meansAt the same firm, at the same length, a person answering a question drew about 44 times the views of a practice promo. Rival 1 uses it only for recruiting. Its client videos got their views another way, most likely paid. Nobody in this market uses the question format for clients.

Advertising

• Rival 1: 0 Facebook or Instagram ads from its own page, at any time.
• Rival 2: 0, at any time.
• The Firm: none running. The only ad found ran March 18 to 20, 2020.

What it meansNobody buys Facebook or Instagram reach here. Rival 1's YouTube numbers suggest it buys video views instead, which Meta's library does not show. Paid only works once you know which topics pull.

Movement

• Google News, last 180 days: The Firm 17 mentions, Rival 1 2, Rival 2 9.
• Of The Firm's 17, 16 are its own articles republished on JD Supra. Rival 2's 9 are other outlets writing about it, 3 in the Charleston Gazette-Mail.
• The Firm's own announcements since June: four associates (August 25), a litigation lateral (September 3), and a former assistant U.S. Attorney (June 23).
• Google News shows no hire or office news for either rival in that window.

What it meansThe Firm is the one announcing growth. Its new hires are people nobody has filmed yet.

Website

• The Firm's homepage carries about 900 characters of text, built around three rotating lines under "Expect different."
• Rival 2's homepage features rankings: 44 of its attorneys named to the 2027 Best Lawyers list.
• Rival 1's site blocked automated reading. Not assessed.

Solution

Stop filming only webinars. Turn what The Firm already writes into short answers from its attorneys. Same expertise, a fraction of the partner time, in front of more of the people who hire.

1. More money Each newsletter becomes Shorts. One attorney, one question, under 30 seconds. Its energy, technology, construction, healthcare, and employment newsletters already come out regularly. That is the script supply.
2. More money Film the new hires. Four associates and the new laterals. "Why I joined" in 30 seconds. Recruiting is where the rival's views come from, and The Firm has more hires to show.
3. Stop losing Cut webinars down, don't drop them. Keep the 60 seconds that answer one question. Post that, link the full session.
4. Stop losing Fix the homepage. Put a person and a Short on it, or remove the YouTube link until there is something new behind it.
5. Stop losing Hold paid. After two months of Shorts, boost the two topics with the highest typical views. Not before.

Implementation

How we'll knowTypical views per Short, checked monthly against Rival 1's 560. Partner hours per video, against the webinars they replace. New-matter inquiries and recruit applications that mention a video, if The Firm tracks them.